Transcript Directional Advertising

Presents:
Executing The Right Digital Strategy For
Your Business
Directional Advertising
Yesterday
Creative Advertising
TV
Radio
Print
Directional
Advertising
Search Engines
Today
Creative Advertising
Banner Ads
Text Ads
Social Media Sites
The Buying Funnel
TV
Newspaper
Radio
Awareness Phase
The “Introduction” Phase
• Your First Impression to a potential Client or
Patient
• Typically done with Creative Ads where the
Seller is looking for a Buyer
Unlikely Buyers
Awareness
Push
Likely buyers
Consideration
Directional
Advertising
Pull
Purchase
New
Customer
DISPLAY
(REMARKETING
& SOCIAL MEDIA)
SEARCH
Consideration Phase
The “Shop & Compare” Phase.
• Buyer has time to research and decide.
• Looking for confidence factors & convenience
factors.
• Weighing options of price and value.
• Can attract even mix of Creative and
Directional Advertising.
Purchase Phase
The “Ready to Buy Now” Phase
• Final Decision is made
• Price, terms, length of contract agreed upon.
• Typically done with Directional Advertising,
where buyer contacts seller.
Why use online marketing for your
Business?
• On Demand Marketing – People make a decision to visit your website because they are interested in
YOUR business
• Low Cost – When compared to traditional media internet marketing yields far more leads:
• Durable & Cost Effective – Traditional Media requires a minimum 6.2 frequency ratio to be relevant.
Online allows you to continually stay relevant and available to prospects
• Always Available – Your website IS your “digital” office building & online marketing gives prospects access
24/7/365
Online
Marketing
TV
Radio
Paper/
Magazines
Amt.
Invested
$10,000
$50,000
$10,000
$20,000
Leads
(avg.)
700-800
500-600
200-300
300-400
Changes in Marketing Budget
trends:
Where Do
We Focus?
Sources:
Chart marketingcharts.com
Data http://econsultancy.com/uk/reports/marketing-budgets
Anatomy Of Search Engine Results Page (SERP)
Map Section
Paid Section
Map
Section
Organic
Section
Paid Section
Anatomy Of SERP Cont.
Map Section
o Google Spiders crawl the internet and find relevant websites based on keyword queries.
o Algorithms created by Google help rank these sites into an order based on a number of factors
(keywords on a site, metatags, IP Address, links to the site, etc.)
o Algorithms are consistently switched to generate fresh results.
Paid Section o There is no guarantee to achieve first page placement. SEO companies work hard to keep up with
Google changes and improve average rank.
Map
Section
Organic
Section
Paid Section
Anatomy Of SERP Cont.
Choose The keywords you
want to appear under based
on the content on your site.
Paid Section
Choose the area you want
your ad to appear.
Paid Section
Map
Section
Organic
Section
(PPC, SEM)
Also known as
Pay-Per-Click Advertising
Map Section
Bid Amount and Quality Score
determine placement.
PPC vs. Organic Search:
Paid
Search=
25% of all
search clicks
b
What is SEM
SEM directs traffic to websites, where advertisers pay the
publisher (typically a website owner) when the ad is
clicked. With search engines, advertisers typically bid on
keyword phrases relevant to their target market.
What is SEO
SEO is the process of affecting the visibility of a website or a web
page in a search engine’s “natural” or un-paid (“organic”) search
results. SEO may target different kinds of search, including image
search, local search, video search, academic search, news search
and industry-specific vertical search engines.
Web Design
Your website is your digital storefront where up to 90%
of your future customers will first learn about you and,
your business. Strong web design is crucial to the overall
success of your website and, your business.
Social Media
Social Media IMPACTS your brand! A strong consistent social
media presence’s allows company's to interact with actual
customers at a grass roots level. We focus not only on
increasing likes or followers but more importantly improving
your company’s public perception.
FACEBOOK
•
Connection
•
•
Self-Expression
Entertainment
•
•
Discovery
Control
TWITTER
•
•
•
•
•
Influence
Brevity
Accessibility
Interaction
Versatility
Google+
LINKEDIN
•
Professional
Network
•
•
Discussions
B2B Advertising
•
•
•
•
Share
Discuss
Connect
Defined
Circles
Online Marketing Can Help
You…
Learn about current customers
If you have a website, ask your current customers how they found it. If not, ask
them where they go online now. This insight can help you focus your efforts.
Set a strategy
Track your results
Taking the time to think through
your plan before you begin can
dramatically improve your results.
Choose one or two tactics that
work within your budget, make
sense for your audience and that
you can commit the time to manage
effectively. Many successful online
marketers take a “test and refine”
approach to get the greatest
payback.
Online marketing makes it easy to
measure program performance; take
advantage of this by closely monitoring
the response to your marketing
programs. Increase your investment in
the programs that work well and revise
components of programs that aren’t
working as well as you would like to see
how your program improves.
Facts…
The number of mobile-connected devices will
exceed the world population this year.
(1.4 mobile devices per capita worldwide by 2017)
94% of consumers research products &
services online before buying
“Despite lower CPC than PCs,
Tablets offered 68% higher ROI than PCs
in Q2 2012.”
Google sending 78%
of search visits
(RKG data, Q4 2012)
10%
10%
Google
Yahoo
78%
Bing
Google accounts for more than 66.9% of
searches,
worldwide
10 ways to use the internet to
grow your business
Online Marketing IS For Every
Business
Online marketing success stories can sometimes leave a small business owner
wondering if it would really work for them. What if you don’t have a website— can
you still reach customers online? What about online-only companies? Fear not. With all
the online marketing options available, one (or more) is likely to help almost any
business. Here are strategies to help four particular kinds of businesses. Use them to
help start or improve your online marketing efforts.
Questions?